Christine MarchettiBryelle Dafeldecker

History• Founded 1947 by Mitchell Cinader &

Saul Charles

• Upper-Middle class women

• Niche between Ralph Lauren and The Limited

The Problem • 2003 sales start to

plummet

• Quick expansion

• High costs

New Management• Millard Drexter

• new CEO 2003

• “re-energize J. Crew”

• 2005 earned 3.8 million• first profit in 5 years

Rebranding• Shift from preppy to

basic

• Change target market• “artsy” feel

• Improved quality

Bridal and Children Collection

• Crew Cuts• Start to finish wedding service• J. Crew Collection

Michelle Obama •Tonight Show appearance•Inauguration •J.Crew advertisements

Results• Raised revenues 107%• Stock rose 8.2%• Expanded target market

Affective Component Strategies

• Diverse catalog• Fragrance

Behavioral Component Strategies

• New types of social networking• Pinterest• Tumblr

Brand Controversy

Take a stance on sexual orientation issues

Cognitive Component Strategies

Current Beliefs Ideal Beliefs

Preppy Basic business professional

Overpriced Great quality

Recent brand controversy Diverse and accepting brand